Using interactive program-loyalty banners to reduce TV ad avoidance
This study used a sample of the general public in Australia to test whether program-related interactive banners superimposed over commercials in the break would reduce channel changing. Interaction with the banners reduced channel changes during the ad break by almost 40%, although interaction distr...
| Main Authors: | , , , |
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| Format: | Journal Article |
| Published: |
Advertsing Research Foundation
2010
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| Online Access: | http://www.journalofadvertisingresearch.com/content/50/2/154 http://hdl.handle.net/20.500.11937/42893 |
| _version_ | 1848756542279516160 |
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| author | Dix, Steve Bellman, S. Haddad, H. Varan, D. |
| author_facet | Dix, Steve Bellman, S. Haddad, H. Varan, D. |
| author_sort | Dix, Steve |
| building | Curtin Institutional Repository |
| collection | Online Access |
| description | This study used a sample of the general public in Australia to test whether program-related interactive banners superimposed over commercials in the break would reduce channel changing. Interaction with the banners reduced channel changes during the ad break by almost 40%, although interaction distracted viewers from optimally processing the ads. With the potential for advertising avoidance rates being driven up by DVRs, however, accepting reduced levels of advertising impact may be a necessary consequence of strategies designed to retain audiences, such as interactive loyalty banners. |
| first_indexed | 2025-11-14T09:13:51Z |
| format | Journal Article |
| id | curtin-20.500.11937-42893 |
| institution | Curtin University Malaysia |
| institution_category | Local University |
| last_indexed | 2025-11-14T09:13:51Z |
| publishDate | 2010 |
| publisher | Advertsing Research Foundation |
| recordtype | eprints |
| repository_type | Digital Repository |
| spelling | curtin-20.500.11937-428932017-01-30T15:02:55Z Using interactive program-loyalty banners to reduce TV ad avoidance Dix, Steve Bellman, S. Haddad, H. Varan, D. This study used a sample of the general public in Australia to test whether program-related interactive banners superimposed over commercials in the break would reduce channel changing. Interaction with the banners reduced channel changes during the ad break by almost 40%, although interaction distracted viewers from optimally processing the ads. With the potential for advertising avoidance rates being driven up by DVRs, however, accepting reduced levels of advertising impact may be a necessary consequence of strategies designed to retain audiences, such as interactive loyalty banners. 2010 Journal Article http://hdl.handle.net/20.500.11937/42893 http://www.journalofadvertisingresearch.com/content/50/2/154 Advertsing Research Foundation restricted |
| spellingShingle | Dix, Steve Bellman, S. Haddad, H. Varan, D. Using interactive program-loyalty banners to reduce TV ad avoidance |
| title | Using interactive program-loyalty banners to reduce TV ad avoidance |
| title_full | Using interactive program-loyalty banners to reduce TV ad avoidance |
| title_fullStr | Using interactive program-loyalty banners to reduce TV ad avoidance |
| title_full_unstemmed | Using interactive program-loyalty banners to reduce TV ad avoidance |
| title_short | Using interactive program-loyalty banners to reduce TV ad avoidance |
| title_sort | using interactive program-loyalty banners to reduce tv ad avoidance |
| url | http://www.journalofadvertisingresearch.com/content/50/2/154 http://hdl.handle.net/20.500.11937/42893 |